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International Trade Marketing Programme 2017/2018
02 | International Marketing Programme
In year 4 of our campaign we will be building on the work in our chosen target markets. The profile of the North and York has been raised significantly overseas, aided by substantial investment from the Northern Tourism Growth Fund and Discover England Fund.
1.2.3.4.5.
USAAustralia & New ZealandChinaGermanyNetherlands
To date we have seen a number of solid success stories including the introduction of new operator programmes featuring York from the US, Chinese and Dutch markets. Development of print in both German and Mandarin. A whole welcome training programme for the German and Chinese markets and an ongoing series of press and trade fam trips.
Visit York members can get involved in our next international marketing campaign by either joining the whole campaign (Tier 1) or by selecting market specific activity (Tier 2).
Working with key industry bodies: York continues to be part of the England’s Heritage Cities group. We are also members of ETOA (European Tour Operators Association) and UKInbound. Working closely with VisitBritain / VisitEngland to maximise York's profile, attending key trade shows and sales missions including Explore GB & VIBE.
NEW for 2018: We are holding a York showcase event for the trade, which will include a workshop with one to one meetings and familiarisation trip in Spring 2018.
Bespoke York trade toolkit featuring our key partners: Bespoke trade toolkit is loaded up onto branded USB sticks for all appointment based shows, which includes creation of a dedicated key partner double sided A4 flyer featuring your information. Plus other useful content including video, images and itineraries.
A York specific presentation featuring your venue and pre and post follow up for all events. Plus introduction emails to all interested operators. Inclusion on the NEW trade pages within the groups and trade website.
International Marketing Programme 2017/2018
•
• 周末营业至晚上八点
• 附近有拉面道 (wagamama)、 Pizza Express 和星巴克等餐厅和咖啡店
• 指定商店接受银联卡付款
• 有免税店
• 该中心的信息单有中文版，并且这里有讲普通话的工作人员。
• 英格兰最浪漫的古堡，处身于约克郡的绵延乡村与美丽花园之间。
霍华德城堡 • 提供普通话版和粤语版传单。
大英铁路博物馆 • 探索我们珍藏的隐秘藏品包括在《哈利·波特》电影里使用过的神秘站台 9 3/4 站台的标志！
York Minster invites everyone to discover
God’s love through our welcome, worship,
learning and work.
For over a millennium, people have come
to seek inspiration in this place of wonder.
York Minster is one of the world’s most
magnificent cathedrals, a masterpiece in
stained-glass and stone, with foundations
rooted in the nation’s earliest history and its
vast spaces are brought to life with the glory
of worship and heavenly music.
Today as a working cathedral, we welcome
visitors from around the world to share in
our daily life and worship, explore the past
and enjoy a busy programme of events and
concerts. This wonderful heritage belongs to
us all, and we invite you to experience it for
yourself.
York Minster’s newest attraction, Revealing
York Minster in the Undercorft, invites visitors
to take a 2000 year heroic, historic and
human journey through a series of interactive
underground chambers. The attraction
explores the hidden history of the cathedral’s
site, from the remains of Roman barracks
to the foundations of the Norman Minster.
Featuring artefacts never before on public
display, visitors can see, touch and hear 2000
years of history.
York Mystery Plays return to the Minster,
16 years since the Plays were last staged at
York Minster and only the second time in
their 700-year history. The medieval Minster’s
magnificent Nave will be transformed into a
1,000 seater auditorium from 26 May – the
feast of Corpus Christi – until 30 June 2016.
Hundreds of community performers will work
with one professional actor, supported by an
army of backstage volunteers to celebrate the
city’s cultural heritage.
Tickets on sale in January.
Church House , Ogleforth, York, YO1 7JN • yorkminster.org
York Minster
Name of contact for trade enquiries:
Email address for trade enquiries:Contact tel no for trade enquiries:
Preferred method for booking for overseas trade/groups?Social media:
Max / Min group size:
Group rates:
FIT rates:
Any additional information:
Special offers or incentives to trade?
Group Bookings Team
[email protected] 1904 557217
Email – [email protected]
Twitter – York_Minster Facebook – Yorkminster.orgMinimum 10 (no max size)
Adults £8.50, Students/Seniors £7.50, Children £3.00Adult £10.00, Student/Senior £9.00
Tower visits can be added to make a trip more special (additional charges
apply). Climb up the winding tower of 275 steps and 230 feet, passing
the medieval pinnacles and gothic gargoyles before stepping out into the
open air to experience the best panoramic views of York’s picturesque
city centre, spy the hidden alleyways and medieval lanes and beyond the
beautiful surrounding Yorkshire countryside. If you’re only taking a day trip
to York or perhaps are visiting for a weekend break, climbing the central
tower is one of the must-do activities in York.Each group ticket includes a free private guided tour
(if booked in advance), access to the Undercroft Museum
and The Crypt.
IHR REISEFÜHRER 2016
Kultur und KulturerbeYork ist erste UNESCO „City of Media Arts“
Großbritanniens. Von großartigen Festivals,
die diesen Bereich feiern, wie Illuminating
York und die Aesthetica-Kurzfilmtage, bis zur
Wiedereröffnung der Yorker Kunstgalerie
und des CoCA, das neue nationale Zentrum
für Keramikkunst. Weltklasse-Attraktionen
verflechten sich mit einem Labyrinth von
„Snickelways“, die die gesamte Stadt
durchziehen. (Enge Sträßchen und Gassen
wie „The Shambles“). An jeder Ecke gibt
es Neues oder Altes zu entdecken und die
Architektur umfasst nahezu jede Epoche,
von der Römer- und Wikingerzeit bis
zum Mittelalter und dem georgianischen
Zeitalter. Wie King George VI sagte: “The
history of York is the history of England
(die Geschichte Yorks ist die Geschichte
Englands)”.
Jährliches JORVIKWikingerfestival jeden Februar
York Minster
Das JORVIK Viking Centre wird derzeit
renoviert und voraussichtlich 2017 wieder
eröffnet. www.jorvik-viking-centre.co.uk
Die größte gotische Kathedrale nördlich der
Alpen und in diesem Jahr Gastgeber der
Mysterienspiele www.yorkminster.org
www.visityork.org
04 | International Marketing Programme
Tier 1International opportunity – Full campaign across all markets
£2,500 +VAT
Tier 1 activity will mean that your venue is featured in the following ways across all market activity. The list here will continue to be added to as the campaign expands and new opportunities arise. You will have a place on the Overseas Steering Group which will meet quarterly.
UK based workshops and activity:VIBE – VisitBritain’s annual International Business Exchange (12 October 2017)York will attend this annual one day event meeting in Glasgow with VisitBritain market specialists from around the world under one roof.
Visit Britain - Explore GB (Newcastle 1 & 2 March 2018)
York will attend this event in Newcastle with 300 international trade buyers from 40 countries and be involved in pre and post fam trips.
NEW for 2018:Discover York Workshop (20 & 21 May 2018) We will work withUK Inbound to host a work-shop and fam trip in York for trade buyers and operators looking to bring business to York. *All Tier 1 participants will have a table at this event for one to one appointments with approx 30 buyers.
GEM: November 2017. We will attend this key ETOA event for the travel trade in the lead up to WTM.
VisitBritain: Trade & PR engagement.The opportunity to be promoted via VB to their international markets, be part of cama-pigns and e-newsletters to the trade.
Britagent: The programme is currently being used by 25,000 agents across the globe and growing daily. Translated into 8 languages. York features as part of the Northern Module content and in the Heritage cities section.
Agent North: York is well represented in the Agent North online training programme and toolkit. Which is hosted on 5 market specific URLs. Also translated into German, Dutch & Mandarin.
05 | International Marketing Programme | USA , Australia and New Zealand
Key Account Management: We now hold a US database of over 180 US operators and agents. We will be continuing to build up key accounts with top end operators.
NEW for 2017: Flight Centre advertising spread on York in their trade brochure.Plus key account work with the top 5 Australian travel trade companies. Infinity, HelloWorld, Flight Centre, Explore and Qantas Holidays
The USA is Britain’s 2nd largest source market for visits. (1st for spend)
The USA is York’s top source market and has been for at least 10 years (16% of all overseas visitors)
Just over half of all holiday visitors are making a repeat trip to Britain
New York and California are the States that generate the most visits to Britain
United States of America
Australia is Britain’s 10th largest source market for visits. (4th for spend)
Australia is estimated to be York’s 3rd largest market. (9%) In top 5 for last 10 years.
62% of holiday visitors are making a repeat trip to Britain (within the past ten years)
13% of visits from Australia are by British nationals
44% of Australian trips to the UK are VFR. They also spend the longest time in York - 3.45 days.
Australia and New Zealand
06 | International Marketing Programme | USA , Australia and New Zealand
On territory activity:
Editorial/ trade content
Reach the trade and agents through your venue being featured in a series of e-newsletters written by Paull Tickner from Custom GB who has 30+ years proven track record of reaching the North American market. You will have the opportunity to supply copy direct to Paull for inclusion:
Weekly “Inside Track” newsletter to 1,300 hand-picked, very experienced travel agents. The Unique Opening Rate on the current list is just over 20%.
12 editorials from the “Inside Track” will be added to the Ensemble Travel Group’s extranet which means it will be available to 6,500 high quality US travel agents.
June and October York exclusive Britain Insider columns in the 75,000 circulation Travel Pulse Inclusion in the products being trialed at the Ensemble and National Association for Career Travel Agents (NACTA) conferences in the autumn.
VisitBritain & VisitEngland tradee-newsletters
VisitBritian & VisitEngland have regular trade e-newsletters and we will ensure our content is being pushed to the right operators. VY will be feeding through stories and articles on a regular basis.
York will attend DBNA
This key VisitBritain event will be hosted in Los Angeles from 25-28 September2017. This workshop will see over 80 buyers in one-2-one meetings to secure contracts for series bookings for 2019 andbeyond.
Your information will be included on the trade toolkit and presentation.
VisitBritain’s Destination Britain North America25-28 September 2017 - Los Angeles
Keep us posted with your trade news
Discover England Fund:England’s Historic Cities - the collection. We will be taking this project to a new level over the next 2 years with £1m investment from VisitEngland’s DEF.
Gateway to the North We will be working with Marketing Manchester on their DEF project to push the whole of the North through Manchester’s gateway. (£1m).
Both these DEF projects will be targeting the USA.
07 | International Marketing Programme | China
China
China is Britain’s 24th source market for visits. (12th for spend)
China is estimated to be York’s 2nd largest overseas market. Entering the top 5 two years ago.
Our biggest growing market in terms of volume. (9.5% including Hong Kong).
Virtually all holiday visitors are Chinese but one-fifth of visiting friends and relations (VFR) visitors are British expats
China is the most valuable market for international tourism expenditure, with a worldwide spend of US$261bn in 2016
Brand new direct route from Beijing to Manchester with Hainan Airlines (Now daily)
NEW sister city agreement with Nanjing for future tourism, education and business activity
Destination partner for VisitBritain/Marketing Manchester’s Chinese campaign working with Hainan Airlines. Includes a page in a new A5 Mandarin Guide, placement on Chinese microsite, trade and press pack information and posts on Manchester’s Chinese social channels. Representation at key events happening as part of this programme.
2 x fam trips - trade and press as part of this campaign. Part of the Great China Welcome Charter which has currently been awarded to 300 UK businesses.
Attending China Outbound’s annual Chinese dinner in Nov 2017. Assets: 4th edition of the York Chinese Visitor Guide -35,000 copies produced in August 2017 and distributed via incoming airlines from China, in Chinese Visa Centres, stocked at UK airport lounges and key hotels in London, Manchester, Leeds and York.Video: Mandarin video over 500,000 views to date.
Series of welcome training courses for York members to participate in (Run by Capela China)
Investment in a programme to build up Mandarin speaking guides available in York. One guide is now qualified via the York Guild of Tour Guides. Beiwei 55 are now a member of Vist York and offer tours in Mandarin.
Continue to build up our Chinese operator database for targeting (100 operators to date)
CAISSA, U-tour, GZL, Guangdong Nanhu Int, China Bamboo Garden, Titicaca, CITS and China Holidays now featuring York in their regular programmes.
OTAs – featuring York and York Pass include CTrip, UKubang, Linktour and Tuniu. Discover England Fund
Royal Racecourses - Sport of the Kings
NEW one year project which will target niche tour operators in China and GCC to bring in high end tours.
约克——前所未有的城市探险之旅
约克York
欢迎来到约克！古城墙环绕的约克市历史丰富悠久，与维京人
和英国王室有不解之缘，城内还遍布巧克力制造商。在约克及其
周边旅游，您将收获绝妙的观光体验。
约克的景点非常集中，每平方公里的世界级景点数量居英国首
位，一定能为您带来一个难忘的假期。沿着鹅卵石路尽情感受这
里的历史和文化氛围，第一站便来到了约克的标志性建筑约克大教堂 (York Minster, www.yorkminster.org) ，
它是欧洲北部规模最大的哥特式教堂。
登上中央高塔，您可以俯瞰约克的绝美
景致。
接着步行至热闹的谢姆伯街 (Shambles) ，
这条曾今
肉铺林立
的街道现
在是全世
界上镜率最
高的景点之
一。在附近
的约克巧克力工厂 (York’s Chocolate Story,
wwwyorkschocolatestory.com) ，您
则可以切实感受到约克作为英国顶
尖巧克力品牌之都的魅力，这里
有KitKat、Smarties and Aero, Terry’s
Chocolate Orange等品牌，您可以在
此观摩手工巧克力的制
造过程，并制作专属于
您的巧克力棒。下一站
是国家 铁 路 博 物 馆 (National Railway Museum，
www.nrm.org.uk）这里
收藏着“苏格兰飞人号
(Flying Scotsman) ”、
“野鸭号 (Mallard) ”
等经典款火车头，更有
维多利亚女王的皇室车
厢。即使不太熟悉火车
发展史来到这里也能有
丰富的收获，而且本博
物馆是免费对外开放哦！
逛了这么多地方，该有点饿了吧？约克还有许多咖啡厅和餐厅
为您精心准备各类可口饮食，更有小酒馆和熟食店供您挑选。千
万不要错过贝蒂茶屋 (Betty’s Café Tea Rooms) 的传统英式下午
茶，这里的蛋糕和约克郡茶可是出了名的美味。
然后您可以搭乘游船 (Yorkboat) 游览乌斯河 (River Ouse) ，之后开
始尽情购物，由于约克的商铺都很集中，这里可以说是英国最适
合购物的地区之一，让您在游览的间隙轻松买买买。
约克名品奥特莱斯 (York Designer Outlet, www.yorkdesigneroutlet.com)
地处约克以南，拥有超过120家店铺，提供低至4折的优惠，囊括
了Ted Baker, LK Bennett, Lacoste, The Kooples, Penhaligon’s, Reiss和
Clarks等众多品牌。从约克市出发可以非常便捷地到来该奥特
莱斯，这里有会说中文的员工为您服务。不少店铺都接受银
联付款并提供免税购物服务。
霍华德城堡 (Castle Howard，www.castlehoward.co.uk，另有专题
介绍，请参见目录) 位于约克以北15英里处，台湾娱乐巨星周杰
伦的婚宴就在此举行。2015年， 周杰伦与昆凌在塞尔比修道院
(Selby Abbey) 举办婚礼，随后在霍华德城堡大宴宾客。这座城堡
在过去300多年间一直是霍华德家族的宅邸，坐拥广袤的庄园和
宁静的湖泊，美景不容错过。搭乘蒸气火车沿着北约克郡高泽铁
路 (The North Yorkshire Moors Railway) 穿过湿地，沿途欣赏美丽风
霍华德城堡 (Castle Howard)
贝蒂茶屋 (Betty’s Café Tea Rooms)
精彩集锦
• 约克观光通票 (York Pass) -
www.yorkpass.com
为了更好地游览约克及其周边地区，您可以购买约克观光
通票,这样可以以极高的性价比参观众多景点。有1日、2日
和3日 通票可供选择，购买之后即可在约克及其周边地区
的超过30个热门景点使用。
• 您可以前往约克旅游局Visit York的信息中心，领取全新的
中文版《约克观光指南》(York Visitor Guide in Chinese)。地址
为1 Museum Street, York, 靠近约克大教堂。
也可使用本文“联系方式”栏下的链接。
• 约克大教堂提供普通话导游服务，团体参观时可提前预定。
• 约克拥有英格兰最长也是保留得最完整的中世纪城墙。
• 约克又有巧克力之都的美称，每年有超过10亿根 KitKat在
此生产！
• 世界知名的贝蒂茶室提供团体下午 茶预订服务，您还可以
在茶室客厅Belmont Room学习如何品茶！
业务佣金：约克观光通票可享15-20% 的佣金
地址： 约克旅游局
Visit York 1 Museum St,York
邮编：YO1 7DT
距离伦敦： 距伦敦200英里/300公里
约克火车站从伦敦出发2小时内即可到达，
从爱丁堡出发只需2小时30分钟
业务联系: 米歇尔·布朗 (Michelle Brown)
邮件：[email protected] 电话：+44 (0) 1904 554456
游客联系：
邮件：[email protected] 电话：+44 (0) 1904 550099
中文介绍视频: http://www.britainisgreat.com/zh-hans/yue-ke/yue-ke-gou-wu/
交通:
伯明翰 Birmingham
曼彻斯特 Manchester
约克
York
查兹沃斯庄园
Castle Howard
利兹 Leeds
M1
A1(M)
A64
A64A19
A19
A1079
A166A59
A1
M62
伦敦 London
约克郡
York
巧克
力工
厂 (Y
ork'
s C
hoco
late
Sto
ry)
光，一路行至惠特比 (Whitby) ，您在那里可以观赏绝美的自然遗
产海滩，并在海边品尝著名的英国炸鱼和薯条！
约克格兰德水疗酒店 (The Grand Hotel & Spa, York, http://www.thegrandyork.co.uk/)
欲入住豪华酒店，该酒店将是绝佳的选择。约克格兰德水疗酒店
位于市中心，靠近约克火车站，是约克郡唯一一家五星级酒店。
地址：North Yorkshire. YO1 6GD 电话：01904 380 038
专业管家服务，更是让您尽享奢华体验。
约克是欧洲景点最为集中的城市，请在这里尽情探索发现吧！
谢姆伯街 (Shambles)
13旅游名胜 12
网站： www.visityork.org
YORK | 约克
09 | International Marketing Programme | China
On territory activity: Destination Britain China event (Guangzhou 21-23 November 2017)
York to attend VisitBritain sales mission to meet over 100 buyers from China.
NEW Chinese itinerary for forthcoming trade mission. (Your venue to be included in the itinerary which will be given out to 100 buyers at the event)
Dedicated translated Chinese trade toolkit – key partner content loaded up onto USB sticks and given to all our one to one appointments
Destination Britain China directory – DPS spread in agent / operator sales guide
Aiming to attend World Bridge conference and workshop in London Nov 2018 (50 buyers to date)
Social media – Visit York has accounts on Weibo (over 19,500 followers) and Wechat (2,500) which are the preferred methods of communication in China with half a billion users signed up to these channels. Keep us updated with your news so we can post out for you on a regular basis.
NEW for 2017: 2 bespoke interview sessions with Will Zhuang from Oezone to create content for new stories on Weibo and Wechat
Creation of a new Mandarin landing page on visityork.cn to host all of our Mandarin content and create a portal page for Chinese visitors. Key partner information to be hosted on these pages in Mandarin.
Online/Social
10 | International Marketing Programme | Europe
Germany is Britain’s 3rd most important market for visits. (2nd for spend)
It is York’s 4th largest international market. (5%) Featuring in the top 5 over the last 10 years.
62% of holiday visitors are making a repeat visit to Britain
Virtually all holiday and business visitors are German but one in five of visiting friends and relations (VFR) visitors are British nationals
Germany
Keep us posted with your trade news
Print, PR and on territory:
York will be re-producing an A5 brochure translated into German. Your venue details will be included.
Distribution of the new brochure will be to a select number of key trade accounts in Germany and using VB trade channels and e-newsletters.
We now have a German travel trade database.(Approx 200 contacts).
Investigating attending RDA Koln or other sales mission to Germany for 2017/18.
Investigating a partnership with Dr Patrick Patridge in Frankfurt am Main to run a trade and PR campaign in Germany on our behalf.
Online:
Creation of a German landing page on visityork.org/trade York trade pages to include a toolkit for German operators.
Creation of a new German trade e-newsletter (quarterly). Your content to be included.
Agent North training programme in German.
Video with German subtitles.
11 | International Marketing Programme | Europe
The Netherlands is Britain’s 8th most important market for visits. (9th for spend)
York’s 11th largest international market. (2%) Tradionally has featured in our top 10 over the last 10 years.
12% of holiday visitors are travelling as part of a tour group
Three quarters of visitors are making a repeat trip to Britain. 30% bring their own vehicle which is high.
85% of visitors are Dutch while 7% are Britons
Most visitors live in Amsterdam, Rotterdam or The Hague
Dutch visitors are more likely to stay overnight than the average overseas visitor - 74% stay at least one night in York, compared to 62% on average.
Netherlands
Working with House of Britain:
NEW for 2017
Dedicated Dutch travel trade fam trip date TBC
Vakantie Experts mailing - 180 agencies & operators
6 x dedicated York E-newsletters to House of Britain database ( 18,000 contacts)
Close user partners KPN ( Dutch Telecom) and Post.nl ( Dutch Post). In total 120.000 employees and families. In total 4 x E-newsletters
Special brochure on Vakantie 2017 and Salon des Vacances 2017
Prominence for 2 months on HOB home page with York packages ( + 2000 unique visitors per day)
Affiliate campaign with Tradetracker for a York banner on 70,000 affiliate websites
2 groups mailings to HOB database for groups (2000 contacts ) for clubs /coach operators On territory work: Vakantiebeurs January 2018
Attending the trade day at Vakantiebeurs in January 2018.
Working with carriers
P&O Ferries - Continued campaign with P&O Ferries to ensure York is front of mind.
Leeds Bradford International airport / Jet2 liaison for campaign activity in key German and Dutch cities.
Online:Feeding through to VB Dutch trade e-news.
Agent North training programme in Dutch.
12 | International Marketing Programme
Tier 1
Tier 2
Please sign me up to Tier 1 full international campaign
I would like to select the following market/s to focus on:
To find out more contact Michelle Brown 01904 554456 or Elaine Moss 01904 554471.
Please complete and return the form for participation by 10 September 2016 and email back to Michelle Brown [email protected]
£2,500 +VAT
£1,500 +VAT
£1,500 +VAT
£750 +VAT
1. USA, Australia & New Zealand
Name: Sign:
Date: PO:Venue:
2. China
3. Germany/Netherlands
